Identity, intended image, construed image, and gnreputation: An interdisciplinary framework and suggested terminology

  • Tom J. Brown
  • Peter A. Dacin
  • Michael G. Pratt
  • David A. Whetten

DOI: 10.1177/0092070305284969

Cite this article as:
Brown, T.J., Dacin, P.A., Pratt, M.G. et al. JAMS (2006) 34: 99. doi:10.1177/0092070305284969


Many scholars across various academic disciplines are investigating the following questions: What do individuals know or believe about an organization? How does a focal organization (and/or other interested entity) develop, use, and/or change this information? and How do individuals respond to what they know or believe about an organization? Cross-disciplinary research that centers on these questions is desirable and could be enhanced if researchers identify and develop consistent terminology for framing these questions. The authors work toward that end by identifying four central ‘viewpoints’ of an organization and proposing labels to represent each of these viewpoints:identity, intended image, construed image, andreputation.


identity image reputation corporate associations 

Copyright information

© Academy of Marketing Science 2006

Authors and Affiliations

  • Tom J. Brown
    • 1
  • Peter A. Dacin
    • 2
  • Michael G. Pratt
    • 3
  • David A. Whetten
    • 4
  1. 1.Oklahoma State UniversityUSA
  2. 2.Queen’s UniversityKingstonCanada
  3. 3.University of Illinois at Urbana-ChampaignUrbana-ChampaignUSA
  4. 4.Brigham Young UniversityProvoUSA

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